For many adults, our perception of attending training is based on our high school and college experiences.  If you were the kind of student who loved going to classes for the simple pleasure of learning, attending a corporate training class is probably a positive experience.  On the other hand, if you struggled in school and had a hard time remaining focused, you may expect much of the same as an adult learner and avoid training altogether.  The challenge for training professionals in our industry is this: how do we create a culture where learning is expected, encouraged and rewarded?

Years ago, I began working for a company without an established training department.  My initial goals were to put in place a foundation for learning, establish consistency in what was being trained, and map out a direction for the future growth of the department.  I was able to create a proposal based on 1-, 3-, and 5-year projections.  On paper, the programs were stellar and encompassed all of the varied positions, community types, and individual budgets.  But before the first educational brick could be laid, we had to address one important question: How do we get employees who have never had to incorporate a learning schedule into their work routines excited about learning?

Creating a culture within your company where employees look forward to attending classes, where they actively participate in those classes, and above all, retain and implement what was learned is not has difficult as you might think.  When I set out to develop this “learning culture”, I took a 4-step approach to this challenge based on the following concepts: communication, innovation, participation and motivation.

1. Communication – Think of how your training announcements are currently being communicated.  Are they coming from the top-down in sort of a mandated-style proclamation? (“There’s this class and you have to go.”)  Are the classes being placed only on an online calendar, putting the accountability back on the attendees?  (“I didn’t know there was a class, did an email go out?”)  The method in which classes, webinars, etc is communicated is monumental to the level of enthusiasm participants will bring into the class.  Give them something to look forward to – make it a big deal.  Applications such as Constant Contact and Mail Chimp can help you infuse some creativity into your announcements.  Another neat idea; a video testimonial from an employee who has already attended the class – link the video to your announcement.  Announce classes via Twitter and Facebook – cast a wide net!

2. Innovation – There’s a reason why people who love art class have difficulties in math class and vice versa.  People have different preferences when it comes to how they learn.  There are 3 basic learning styles: Visual, Auditory, and Kinesthetic.  Be sure to address the many learning styles of your audience.  Let’s say you are presenting a class on Fair Housing.  For most of us, this is mandatory training which means people who may not enjoy actually sitting through a class will have to sit through a class.  So plan activities throughout that engage all of the different learning styles present.  Showing video clips are great for those visual learners, recorded telephone calls for the auditory learners, and a shuffle card game will keep those kinesthetic learners from falling asleep.  In addition, use a blended learning approach for reinforcement measures such as tutorials, green/white papers, cheat sheets, and CBT courses to reach these varied learning styles.  It is not unusual to have an in-person class, a webinar, and a CBT to train the same subject.  Be innovative in your approach to training and delivery.

3. Participation – Not all of your classes are going to be a part of the required curriculum but you still want a good turnout, correct?  One solution I have found to amp up participation is to make the class relevant for a particular audience.  A Fair Housing class for Senior communities would have a different slant than a class for Section 8 family communities.  The Senior class would spend more time on reasonable accommodations/modifications and a Section 8 community would need to cover VAWA (Violence Against Women’s Act).  Student communities are different from Conventional communities which are different from Tax Credit communities, and so on.  The worse thing a trainer can say during a class is “This only applies to…”, at which point attendees tend to check out and may have difficulty checking back in.  Whenever possible, make training relatable to ensure higher participation.  I have conducted classes specifically for certain positions, community types, etc.  As a facilitator, it actually helps me present a more focused, cohesive class.  This may not always be possible but if you can do it, the class will be more effective.

4. Motivation – We all know that motivation is an inside job but everyone can use a little nudge from time to time.  If attendance for every class was voluntary, what percentage of your employees would attend?  Let that question linger in the back of your mind the next time you are planning a class.  Training announcements that describe desired outcomes can be the little nudge an employee needs when deciding whether or not to attend a class.  “After attending this fun and interactive session, you will be able to confidently overcome objections, discuss rents assertively and close without hesitation.”  Wow, who wouldn’t want to come to a class that does all that?  Another idea is to put in place prerequisite courses for promotions.  Promoting someone to Community Manager who has never taken a leadership or resident/employee relations course could be problematic.  How about a “points system”, where points are awarded for classes, webinars, CBTs, etc?  Employees can redeem their accumulated points for a day off, company tchotchkes, or any other rewards you think would be appropriate.  The triggers to motivation are as varied as the people themselves and what works for one may not necessarily work for all.

I was recently on a conference call with two dynamic Training Managers who described their onsite employees as people who were like sponges and excited to see the trainers come out to their communities.  That is precisely the desired outcome when creating a culture that loves to learn.  I hope these 4 steps are helpful to you as you set out to do the same at your company. 
What are some of your best practices for creating a culture of learning?